What is UTM?

UTM parameters are URL variables that help you track the effectiveness of your marketing campaigns. They allow you to identify traffic sources, mediums, and campaign names for better analytics.

UTM Parameters

Parameter	Description
`utm_source`	utm_source identifies where the traffic comes from (channel). Example: google, facebook.
`utm_medium`	utm_medium indicates the type of marketing medium used in the campaign. Example: cpc, social, email.
`utm_campaign`	utm_campaign identifies the specific marketing campaign name. Example: summer_sale.
`utm_term`	utm_term is an optional parameter used for paid search keywords. Example: diet+tea.
`utm_content`	utm_content distinguishes content or links within the same campaign. Example: banner_v1, cta_top_btn.

How to Use UTM for Marketing Insights

Compare marketing performance (ROAS) between different traffic sources in the same campaign.

Campaign A

ROAS 5.0 Very High ⭐️

URL: https://example.com

utm_source: instagram

utm_medium: social

utm_campaign: summer_sale

Campaign B

ROAS 3.2 Good ✨

URL: https://example.com

utm_source: facebook

utm_medium: social

utm_campaign: summer_sale

Campaign C

ROAS 1.8 Needs Improvement

URL: https://example.com

utm_source: twitter

utm_medium: social

utm_campaign: summer_sale

Frequently Asked Questions

How do I distinguish between utm_source and utm_medium?

How should I structure campaign names?

What can I analyze with utm_content?

Where can I find UTM parameters in GA4?

How do I compare different channel performance in the same campaign?

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